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JAGUAR PRESENTS THE AUDITION “THE ART OF PERFORMANCE TOUR” STARRING JAGUAR XE. FEATURING THE ALL-NEW JAGUAR LINE-UP.
BE THE FIRST TO DRIVE THE ALL-NEW JAGUAR XE IN THE US. STAR IN YOUR OWN ACTION SEQUENCE. PERFORMANCE IS EVERYTHING.
LOS ANGELES. SAN FRANCISCO. DALLAS. MIAMI. WASHINGTON D.C. NEW YORK. CHICAGO. #THEAUDITION
THE ART OF PERFORMANCE TOUR
THE AUDITION
THE CHALLENGE
How do you take a 100 year old tradition, The Test Drive, and reimagine it for the
Digital Generation?
JAGUAR THE AUDITIONTHE IDEA – Step 1
What better way to engage the selfie generation than by making them the star?
We created a heart-pounding 2 minute action film called The Audition, which tells the harrowing tale of a rookie spy racing through a deadly gauntlet, armed only with a Jaguar XE.
And who’s that sitting in the driver’s seat?
Why it’s you, of course.
But this was just the beginning…
CONTENT & ENTERTAINMENT
JAGUAR PRESENTS THE AUDITION “THE ART OF PERFORMANCE TOUR” STARRING JAGUAR XE. FEATURING THE ALL-NEW JAGUAR LINE-UP.
BE THE FIRST TO DRIVE THE ALL-NEW JAGUAR XE IN THE US. STAR IN YOUR OWN ACTION SEQUENCE. PERFORMANCE IS EVERYTHING.
LOS ANGELES. SAN FRANCISCO. DALLAS. MIAMI. WASHINGTON D.C. NEW YORK. CHICAGO. #THEAUDITION
THE ART OF PERFORMANCE TOUR
THE AUDITION
JAGUAR THE AUDITION
THE TEAM
To bring this unique and challenging program to life, we assembled a cross functional team of experts from across the advertising, production, technology, and distribution worlds in order to achieve the goal of a unique consumer experience and bridging the gap between the physical experience and the digital world.
CONTENT & ENTERTAINMENT
The outcome: During Jaguar’s six city Art Of Performance Tour, nearly ten thousand consumers would become the star of their own, personalized action movie, The Audition.
JAGUAR THE AUDITIONHOW IT WORKS
In each city, consumers act out various scenes on a series of film sets. Then, using a custom developed, proprietary patent-pending video stitching technology, their performance is seamlessly edited into the full film within seconds - complete with their name inserted into the opening titles.
CONTENT & ENTERTAINMENT
JAGUAR THE AUDITIONHOW IT WORKS
CONTENT & ENTERTAINMENT
Immediately after consumers star in the own action movie, they are whisked away to test drive the real Jaguar XE.
As soon as they finish their test drive, they receive a surprise in their inbox…
JAGUAR THE AUDITION CONTENT & ENTERTAINMENT
The surprise in their inbox is a link to their own personalized action movie with a one-click opportunity to post and share on Facebook.
JAGUAR THE AUDITION
DISTRIBUTION / PROMOTION
CONTENT & ENTERTAINMENT
In addition to creating a seamless experience for users to share their custom videos on the back end, on the front end we also partnered with Facebook and Instagram to promote the tour and drive attendance through customized trailers and teasers.
Video Trailer for Los Angeles Event
JAGUAR THE AUDITIONFacebook and Instagram Promotion
CONTENT & ENTERTAINMENT
Carousels on Instagram and videos on Facebook were used to drive RSVPs in each city, and also heighten awareness and further engagement with the campaign by allowing users to see multiple images.
KEY TAKEAWAYS
1. Explore the convergence of Content, Distribution & Technology
2. Provide Value – Entertainment or Utility
3. Consumer, Consumer, Consumer
